Sat.Nov 19, 2011 - Fri.Nov 25, 2011

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Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part I

markempa

Tweet. SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. That “waterfall” is a metaphor for key funnel stages. It seems like everyone I talk to who works in the technology industry, which is an early adopter of marketing innovations, uses the Demand Waterfall framework. The concept is useful for any B2B industry with complex sales.

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The Most Effective Search Engine Marketing Strategy

Tomorrow People

SEO: What’s so surprising about SEO? The popularity of SEO as a business marketing activity is no surprise. Recent research has shown that nearly 60% of purchases made in a surveyed group started with a search, rather than with company websites or social media ( Source: GroupM and comScore ). With the number of internet users in the UK predicted to grow to an estimated 43.7 million by 2012 ( Source: eMarketer ), the popularity of search marketing is set to continue.

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Marketing Automation Vendor Selection: Summing Up

Customer Experience Matrix

It’s time to wrap up this series of posts on marketing automation vendor selection, which were based on my November 10 Webinar with Neolane (replay available here ). I’ve summarized them in three commandments. Forget the Past. Marketers have been doing such a bad job of selecting systems that they should forget their old approach and start from scratch.

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Basic Human Motivation: 4 Ways to Engage Readers

Writing on the Web

If you are writing content designed to persuade and influence, you need to know what makes people tick. ( photo courtesy of digitalart/FreeDigitalPhotos.net ). There are universal drives that are common in all human beings, across cultures, across the globe. When you create content that appeals to either of these four basic drives, you can’t help but engage the hearts and minds of readers on a profound level.

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WorkCast's Ultimate Webinar Handbook 2024

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

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Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part 2

markempa

Tweet In my post earlier this week , I outlined the challenge presented by SiriusDecisions’ Demand Waterfall taxonomy, specifically with the phrase “Marketing-Qualified Leads” (MQLs). Another problematic phrase is “sales-accepted leads.”. Often, funnels leak the most during the handoff between sales and marketing. Invariably, marketing blames sales and sales blames marketing.

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How To Become A Social Business

Marketing Insider Group

I have been giving this presentation on “ Integrating Social Media Into Your Marketing Mix ” for over a year now. And recently I was honored to deliver an updated version of it at two local universities in Philadelphia, PA. The first was my very own St. Joseph’s University where I addressed future marketers who have yet to graduate. The second was an MBA class at Villanova University.

Business 161
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Klout’s Best Move: Making You Not Care About Your Score

Digital B2B Marketing

Were you upset by Klout’s recent algorithm change? Do you pay less attention to Klout than you did before the algorithm changes? If so, you may be doing exactly what Klout wants you to do. If you care about grades in school, you study for your exam. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result.

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Fear and Social Media Don’t Mix

B2B Memes

MUD day 19: A friend of mine who works for a large nonprofit institution serves on a panel that’s trying to decide what the institution should think and do about social media. Should it encourage its employees and other stakeholders to use social media? Should it restrict what they say and do there? Or should it stay strictly hands off, neither aiding nor impeding social media activities?

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How SEO can Help You Win More Customers and Make More Revenue

Tomorrow People

What are Britain’s businesses missing when it comes to SEO? The London Vice President of Google recently made a big claim. He said that growing companies can go global in several weeks, simply by exploiting the power of the internet ( Source: The Daily Telegraph ). So if the internet does indeed offer so much scope for development why are so many companies still missing out?

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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When Content Strategy Meets Social Activation – A #ProfsChat Review

Marketing Insider Group

People often ask, “which comes first the channel or the content?” And the answer is that both content and channel are important. Why have a social channel or a website or a paid media program with no clear content strategy to support your objectives? And what is the point of having great content, if no one can find it? Last Friday, I was honored to be the guest for @ MarketingProfs #Profschat.

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Klout’s Best Move: Making You Not Care About Your Score

Digital B2B Marketing

Were you upset by Klout’s recent algorithm change? Do you pay less attention to Klout than you did before the algorithm changes? If so, you may be doing exactly what Klout wants you to do. If you care about grades in school, you study for your exam. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result.

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Amplify your good message with GaggleAmp

Biznology

In order to keep on the cutting edge of social media I tend to play a lot. Experimenting keeps Abraham Harrison au courant. Several months ago I received a Twitter DM from Shel Holtz asking if I would help him promote FIR for him via my social networks. The link popped off to a company called GaggleAMP. I joined up. One of the options is called AutoAMP which allows me to set up my Facebook , Twitter, and LinkedIn accounts so that anything that Shel Holtz allows to feed into his Gaggle would pass

Opt-out 139
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Dialogue vs. Monologue: Six New-Media Principles, No. 1

B2B Memes

As I wrote in yesterday’s post , over the next six days I will be discussing six new-media principles, adapted from my forthcoming e-book, the New-Media Survival Guide. Today’s principle is based on the importance and power of conversation, reflecting new media’s emphasis on dialogue rather than monologue. Doc Searls and David Weinberger: "Markets are conversations" In 1999, when Doc Searls and David Weinberger wrote in The Cluetrain Manifesto that “ markets are c

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5 Inspiring B2B Marketing Campaigns to Take Yours to the Next Level

Your next big B2B marketing idea starts here. Get inspired with these five successful B2B marketing campaigns. Ready to generate more leads, interest, and revenue with your B2B marketing? In this comprehensive eBook, you’ll get: In-depth studies of five successful B2B marketing campaigns spanning a wide range of industries Key takeaways and lessons from each story to implement in your own strategy Resources to help your own B2B marketing thrive By submitting this form, you agree to have your con

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When Content Strategy Meets Social Activation – A #ProfsChat Review

Marketing Insider Group

People often ask, “which comes first the channel or the content?” And the answer is that both content and channel are important. Why have a social channel or a website or a paid media program with no clear content strategy to support your objectives? And what is the point of having great content, if no one can find it? Last Friday, I was honored to be the guest for @ MarketingProfs #Profschat.

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How to Effectively Bottle Social Media and Product Integration

Convince & Convert

In addition to family, football, and fancy side dishes you’ll never see for another year, Thanksgiving brings an annual dilemma to the oenophile. What wine to serve for Thanksgiving is a tricky question, as the holiday table replete with savory and sweet options is an Ellis Island of tastes, making for a tough wine pairing. This year, instead of hoping to get it just right, I’ll be serving a wine that has the best aspects of Thanksgiving (family, friends, socializing) built right int

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Bean counters and Innovators: Facing off on social media ROI

Biznology

Image by seanmcmenemy via Flickr. ROI or no ROI? The answer depends on which side of the business case you sit at: asking for the investment or holding the purse. Last month, I covered the subject of personal ROI in the realm of enterprise social networking : how sustained adoption requires individual buy-in similar to long-term commitments to special diets or exercise routines.

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Shakespeare Was an Aggregating Social-Media Pirate

B2B Memes

Aargh? In yesterday’s Los Angeles Times , theater critic Charles McNulty wrote a marvelous column inspired by his objections to the Roland Emmerich movie, Anonymous. Though he disputes the movie’s thesis that no one with Shakespeare’s lower middle class roots could have written such great masterpieces, that wasn’t his aim in writing.

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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

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Happy Thanksgiving 2011

Ambal's Amusings

Dear Blogsphere Friends - Have a Happy ThanksGiving surrounded by the love and warmth of family and friends during this wonderful Fall season. I have many, many things to be thankful for during this ThanksGiving.one of the top items on the list is (of-course!) getting to know so many of you in the blogsphere. Thank you, blog readers for reading and engaging on ClickDocuments - Connect the Docs.

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The Awesome Power of Family in Social Media Storytelling

Convince & Convert

In honor of Thanksgiving, I wanted to write a post about the power of family in social media storytelling. And as you site down to whatever celebration you embrace, think about the videos below and what they evoke within you. But first, remember that the goal isn’t to be good at social media. The goal is to be good at business because of social media.

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Content Is the Foundation of a Good Link Building Strategy

Biznology

Image by Profound Whatever via Flickr. There are two parts of a search engine optimization campaign. The first involves keyword research and optimizing the actual website by incorporating selected keywords naturally into the content and meta tags of each page of the website. Once a site has been optimized properly, the next part is link building. Relevant, inbound links pointing to a website establish search engine trust.

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Three Ways to Make Media More Personal

B2B Memes

MUD day 20: Back in the late 90s or early aughts, one of the hot topics in the Web 1.0 world was personalization. On the industry portal site I ran for much of that time, we had what seems now like a pretty lame concept of personalization. We wanted to let our registered users select their interests from a predetermined set of categories, then present a customized home page when they logged in.

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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

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5 Ways to Get Started With Closed Loop Marketing

Adobe Experience Cloud Blog

by mgulati Most of us have come a long way and have witnessed how life was before Google, or even before Twitter and LinkedIn. It is difficult to imagine the world without them now! Similarly, we have also seen how traditional marketing use works, and how we market today with the goal to get to Closed Loop Marketing to generate more revenue. In a nutshell, with a Closed Loop Marketing approach, marketers are responsible for more than branding and product updates, and need to watch customer react

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Cool Stuff Manufactured in America

Industrial Marketing Today

In the spirit of Thanksgiving later this week, this post is my way of giving thanks to those manufacturers who still believe in the value of “Made in America.”. Manufacturing has been a bright spot for a while now in our economic recovery despite the anemic growth and sporadic hiring. During these holidays, I’d much rather talk about the good news instead of Wall Street’s roller coaster ride or the recent failure of the Super Committee.

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I am thankful for the Internet industry

Biznology

Image via Wikipedia. I don’t usually go with obvious themes but today I will. It’s about time because, looking back, looking around, and looking forward, I have a lot to be thankful for. I won’t go into the personal details other than to say I am blessed with a great faith, a great wife, kids, extended family, network of friends and more.

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Personal vs. Corporate: Six New-Media Principles, No. 3

B2B Memes

In last Wednesday’s post, I described how new media make the reader an equal partner in journalism, able to talk back to, as well as compete with, the journalist. The same dynamic similarly changes the journalist’s relation to his or her employer. Journalists no longer need a traditional publisher in order to talk with readers. Formerly, most journalists were, to readers, little more than a name on a page.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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5 Mobile Innovations to Motivate the B2B Marketer

Adobe Experience Cloud Blog

by Maria Pergolino. More tools are available to forge a path on this new frontier. The era of mobile access is here. Our lifestyle has become mobile, thanks to nearly universal hand-held devices. How people consume media has been fundamentally changed and with it, so must B2B marketing and business practices. But it can be difficult without the right apps.

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The Top 10 Marketing Infographics of 2011

Hubspot

It's almost impossible to believe that 2011 is so close to being over. Tons of great things happened in the world of marketing this year, one of which has been the creation of some awesome infographics that help provide valuable education and insight into the world of inbound marketing. While the web is full of some really great marketing infographics, we decided to limit our list to just 10.

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The why and how of integrating email with social media

EMagine B2B Blog

In one of our recent posts, we identified email and social media as two of the three things that B2Bs need to get right for successful online marketing (the third being search engine optimization, or SEO). It seems reasonable that email and social working together would be more effective than pursuing both in isolation, and [.].